# Abstract Wine Rebranding Born and Raised Unveiled New Packaging Created by Thirst Craft By Grace Mahas | Published 2019-09-27 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/born-and-raised References: [thedieline](https://thedieline.com/blog/2019/9/24/thirst-craft-create-a-nature-and-nurture-inspired-range-of-wines-for-born-and-raised) & [bornandraisedwines.au](http://bornandraisedwines.com.au/) Born and Raised, a winery that creates Small batch wines from Heathcote Victoria, has unveiled a [new brand identity](https://www.trendhunter.com/trends/edinburgh-gin-redesign) that was designed by the creative agency 'Thirst Craft.' Each bottle in the collection has a [unique and bespoke label](https://www.trendhunter.com/trends/almanac-series) and the range is united by common elements including circles, paintbrush strokes, and [vibrant colors](https://www.trendhunter.com/trends/fruit-bliss). This was done in an effort to "recruit curious consumers" and prompt them to try the full range while maintaining a strong brand identity that could grow brand recognition and loyalty. The refreshed branding of Born and Raised also extend to timeless and eye-catching coasters in a black and white color palette in addition to a stone wine chiller that features the new paintbrush strokes. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 61% | Activity: 56% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What Makes This Trend Stand Out - **Packaging Personalization:** The trend of creating unique and bespoke packaging designs for products to attract consumers and drive brand recognition. - **Vibrant Identity:** The trend of using vibrant colors and visual elements to create a strong brand identity that stands out in the market. - **Brand Extension:** The trend of expanding a brand's identity beyond its core product by incorporating new design elements on complementary items. ### Sectors Adopting This - **Wine and Wineries:** Wineries can leverage packaging personalization to attract consumers and create a memorable brand experience. - **Creative Agencies:** Creative agencies specializing in branding and design can capitalize on the demand for unique and vibrant brand identities. - **Home Decor and Kitchenware:** Companies in the home decor and kitchenware industry can explore brand extension opportunities by creating complementary products that feature distinct design elements. ## Related on Trend Hunter - [Quirky Natural Wine Bottles](https://www.trendhunter.com/trends/thorn-burrow-wines.md) - [Californian Brewery Branding](https://www.trendhunter.com/trends/figueroa-mountain.md) - [Artistic Monochromatic Wine Branding](https://www.trendhunter.com/trends/krink-x-barossa-ink-limited-edition-shiraz.md) - [Australian Beer Revamps](https://www.trendhunter.com/trends/tooheys.md) - [Contemporary Accessible Wine Collections](https://www.trendhunter.com/trends/bink-wines.md) - [Modernized Whisky Designs](https://www.trendhunter.com/trends/whisky-designs.md) - [Artistic Beer Packaging](https://www.trendhunter.com/trends/core-legends.md) - [Label-Less Wine Bottles](https://www.trendhunter.com/trends/crate-by-fourth-wave-wines.md) - [Alcohol Brand Rebrands](https://www.trendhunter.com/trends/edinburgh-gin-redesign.md)